Writing the report

- [Narrator] The questions have all been asked.…The answers have been analyzed,…and now it all comes down to the final report.…In the end,…this is what the clients need.…They, too, can listen to the research,…but what they ultimately need to understand,…is now what?…The results need to be analyzed and reported…in the context of the key business objectives.…Which will demonstrate that you understand…the situation,…the business,…and the brand.…The primary purposes of the report…are to serve as a historical record of what occurred,…to report findings and results,…and to provide an interpretation of the results…with an implication of what this means…relative to the decisions to be made.…

If you begin the project understanding…key stakeholders,…their agendas,…and how they'll use the research results,…you'll be better able to translate…the insights into actionable recommendations.…There are three types of reports.…A Topline Report is literally that.…Just a high-level overview of the key takeaways…from the research.…More often than not, this is an interim report…

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Released

10/6/2016

Learn what your customers really want. Use qualitative marketing research, the tool successful companies like Proctor & Gamble and Disney use to get to know their customers. Expert Cheryl Ladd walks you through the best practices and process of gathering qualitative research. Learn how qualitative research fits within your marketing efforts, and find out how to conduct a new research project, from selecting the right methodology to moderating your group.